Service Strategy for Heartfulness
This project is an extension of the academic dissertation carried out during my Masters at Brunel University London. It showcases key strategic recommendations prescribed for the NPO promoting mental wellness for its effective and efficient working in the short and long run.
Client
Heartfulness
Year
2021-22
Category
Mental Wellness
Type of Work
Service Design
Strategic Planning
Brand Strategy
Despite the fact that people's mental health had been declining at alarming rates (according to the WHO), the needs remained unmet for a long time due to the stigma associated with mental health.
This unmet demand was made clear by the recent COVID-19 pandemic as more and more young people began to embrace this vulnerability as "strength" through the use of digital media. It also resulted in lifestyle changes for prospects, transforming their views towards organisations, instilling value-based thinking, and encouraging a more radical approach to decision-making.
Heartfulness is a NPO offering a wide range of mental well-being approaches as well as lifestyle techniques. It offers science-based meditation and relaxation practices catering to broad demographics and is applicable to everyone across the globe, regardless of their culture, religion, country, etc. Since COVID-19 pandemic, this organisation has been rapidly launching numerous initiatives to spread awareness about its offerings among its broad target audience on all levels. These initiatives also supported in providing solutions for the major global
challenges such as intensifying climate crises, need for humanitarian aid etc. Due to a lack of trained knowledge and resources (for a NPO), the organization's rapid global expansion has resulted in unconnected and autonomous activities.
Working with Heartfulness and conducting an extensive literature analysis and exploratory interviews with management of Heartfulness presented me with some valuable insights. I believe that in current times, where younger generations are adopting healthy lifestyle and making conscious choices in order to live a balanced life, addressing these requirements will help Heartfulness remain relevant and significantly improve the lives of its users. I intended that the major goal of this project would be to explore the potential to improve and innovate the functioning of this organisation based on constructive insights gained through utilising design thinking and the extensive research data.
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